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Vallabhbhai Shamjibhai Patel tells about the ongoing construction of the Surat Diamond Bourse

The under-construction Surat Diamond Bourse (SDB) is India's second diamond trading hub based at Surat, Gujarat, spread across 35.54 acres with more than 4,000 offices for national & international traders. On the onset, the project which...

18 june 2018

The strategy of regulating the Russian jewellery industry

At the General Meeting of the Russian Jewellers Guild Association held in April, two principally important documents were adopted: The Strategy of Regulating the Jewellery Industry of Russia and The Charter of a Good Faith Taxpayer. Besides, the issues...

13 june 2018

Our first priority is to better understand artisanal and small-scale mining - Elodie Daguzan

The Diamond Development Initiative (DDI), the organization dealing with the traditional diamond mining, recently announced the appointment of Élodie Daguzan as its first Goodwill Ambassador. Ms. Daguzan, who currently works as head of communication...

04 june 2018

Zimnisky on De Beers’ Lightbox: It’s a strategic, bold move that will benefit the entire natural diamond industry

De Beers shocked all and sundry end of May when it announced the launch of a new company called Lightbox Jewelry, which will market a new brand of laboratory-grown diamond jewellery in September. This effectively meant that the group had departed from...

01 june 2018

Tracking the provenance and lifecycle of a product is a natural and necessary evolution in our industry

A senior executive with a demonstrated history of working globally at management and board levels, Marcus ter Haar has been the Managing Director at Okavango Diamond Company (ODC), Botswana for about 10 months now, prior to which he held the...

28 may 2018

DPA’s ‘Real is Rare’ media campaigns garner 1.5 bn media impressions among US millennials

05 june 2018
DPA spent $40 mn on the campaigns between June 2017 and June 2018. Television and digital video (43 percent) and digital and social media (42 percent) were a major focus of investment. Print (10 percent) and strategic out-of-home including cinema (5 percent) rounded out the mix. The media reached 98 percent of its core audience – on average 20 times over the course of the year.

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Image credit: DPA


According to a study by Kantar Millward Brown (KMB), each individual channel played a role in driving positive perceptions of, and affinity for, diamonds. Collectively, sentiments such as favorability, interest in acquisition and love for diamonds increased significantly.
Deborah Marquardt, Chief Marketing Officer of DPA said, “The creative effectively connected with consumers through emotion-led storytelling that showed diamonds as an authentic symbol of our most precious relationships and meaningful connections.”
Based on this strong performance, DPA plans to increase its annual global budget to $70 mn, of which $50 mn is invested in the U.S. in paid media, PR programs, research, education and advocacy initiatives.

Aruna Gaitonde, Editor-in-Chief of Asian Bureau, Rough & Polished

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